Marketing in the hospitality industry / Ronald A. Nykiel.
Material type: TextPublisher: East Lansing, Michigan : American Hotel & Lodging, Educational Institute, [2011]Copyright date: ©2011Edition: 5th editionDescription: xvi, 331 pages : illustrations ; 23 cmContent type:- text
- unmediated
- volume
- 9780866123556
- 0866123555
- 647.940688 23
- TX911.3.M3 N94 2011
Item type | Current library | Call number | Status | Date due | Barcode | |
---|---|---|---|---|---|---|
Book | City Campus City Campus Main Collection | 647.940688 NYK (Browse shelf(Opens below)) | Available | A519673B |
Includes bibliographical references (pages 321-323) and index.
1. Understanding the Hospitality Industry -- 2. Market Segmentation and the Hospitality Industry -- 3. Positioning in Line with Consumer Preferences -- 4. The Channels of Distribution -- 5. Consumers and Marketing in Perspective -- 6. Applying Key Marketing Methodologies: Marketing Research -- 7. Applying Key Marketing Methodologies: Sales -- 8. Applying Key Marketing Methodologies: Customer Service -- 9. Applying Key Marketing Methodologies: Advertising -- 10. Applying Key Marketing Methodologies: Public Relations -- 11. Applying Key Marketing Methodologies: Promotions -- 12. Applying Key Marketing Methodologies: Packaging -- 13. Applying Key Marketing Methodologies: Collateral Materials and Promotional Support -- 14. Technology and Marketing in Perspective -- 15. Applying Key Marketing Methodologies: Database Marketing -- 16. Applying Key Marketing Methodologies: Electronic Marketing -- 17. Applying Key Marketing Methodologies: Understanding Rates and Fares -- 18. Applying Key Marketing Methodologies: Pricing Strategies -- 19. Applying Key Marketing Methodologies: Revenue Maximization -- 20. Practical Ways to Maximize Marketing -- 21. The Marketing Budget -- 22. The Hotel/Unit Marketing Plan -- 23. The Corporate/Multi-Unit Marketing Plan -- 24. Marketing and the Law -- 25. Marketing, Research, and Operations.
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